Because the yr attracts to an in depth, we’re dusting off our crystal balls to foretell the largest foods and drinks traits set to form 2027. Besides… it’s not the top of the yr. Actually, we’re not even midway via. So what’s happening?
Confused? You gained’t be alone when you dive into our pattern forecast under. Your mission: establish the real, perception‑pushed traits worthy of inspiring producer innovation pipelines – and separate them from those greatest left to the creativeness.
Joyful April Idiot’s Day!
Fibre will get cool, lastly
Transfer over protein, you’ve bought a brand new competitor: fibre.
In 2026, we’ve seen protein proceed to take centre stage. However the steadiness is now shifting, with shopper curiosity in fibre not simply rising, however skyrocketing. What began as a distinct segment social media pattern – fibremaxxing – has grow to be a front-of-pack declare foods and drinks producers are desperate to safe. ‘Supply of fibre’ and ‘excessive in fibre’ are among the many hottest, pushed by shopper demand for satiety and higher intestine well being.
We anticipate the fibre pattern to evolve into one thing far larger, with an excellent better deal with intestine well being and the microbiome. The place weight-reduction plan alone can’t ship, different levers are rising. Faecal microbiota transplants (yep, poop remedy) are one possibility for rebalancing the microbiome.
However beginning with increased fibre consumption is a much more accessible first step.
Quiet meals…shhhh!
Texture and mouthfeel have dominated meals innovation pipelines lately. Customers need meals that snap, crunch and even crackle on their tongues. Assume ultra-crispy lentil crisps, or ear-deafening corn chips from crinkly ASMR-inducing packaging.
However in 2027, all that’s predicted to vary. And the explanation? A gradual, post-COVID return to the workplace. Yep, as an increasing number of companies demand their staff return to the workplace on a full-time foundation, noisy meals is out and quiet meals is in.
Similar to colleagues don’t recognize you opening that tin of tuna at lunchtime, additionally they don’t need the crisp, crunch and crackle of mid-afternoon snacks. We predict the pattern for quiet meals – suppose fluffy sandwiches, jam roly-poly puddings and rancid biscuits – to dominate the confectionery and snacking aisles within the coming yr. And producers would do properly to take discover.
TikTok advertising takes centre stage
As we inch nearer to the top of the last decade, it’s not simply meals traits which might be evolving. But in addition, how these meals appeal to shopper consideration.
Social media performs a serious position right here, and one platform particularly is taking centre stage. TikTok will be credited with the rise in a variety of meals traits, from bubble tea to matcha, angel hair chocolate and scorching honey.
In some excessive circumstances, TikTok meals traits have contributed to the collapse of well-established provide chains: matcha and pistachios are two components to have suffered shortages in current occasions, as customers clamour to purchase fluoro-green matcha lattes or exorbitantly priced pistachio-filled sweets.
The affect that TikTok has had on meals traits is so nice that manufacturers are monitoring the platform greater than ever. Exhibiting no signal of abating, we’re forecasting TikTok to proceed to dominate trend-tracking for 2027.
Development-tracking? It’s all about MySpace
The TikTok meals pattern buzz is squarely centered on youthful generations. It’s the Technology Alphas, Gen Zers, and to a lesser extent, Millennials that flip to ‘the Tok’ to maintain updated on happenings in foods and drinks. However for many Millennials, Gen Xers and above, they’re understanding what’s scorching and what’s not from one other well-known social media platform.
MySpace reached its heyday in 2008, when round 115m guests used its website month-to-month. It was additionally round this time the social media platform was producing near $800m (€694m) in income. Though MySpace has been in decline ever since, its nostalgia lives on. And for those who fondly recall the immense effort and time that went into curating personalised MySpace profiles, there appears to be no higher place to show to for the most recent meals traits and fads.
All the largest crazes, from cottage cheese to Greek yoghurt and Oreo desserts will be credited to a resurgence in MySpace use. For these approaching center age, it’s this platform that garners belief and spouts authenticity – a pattern we anticipate to proceed to be revived within the coming months and years.
Muscle mania
Protein has dominated meals formulation for years now. And in keeping with our crystal-ball gazing, this pattern isn’t going away. Customers proceed to hunt out protein-rich merchandise to spice up the sensation of fullness for higher weight administration.
However in 2027, it gained’t simply be satiety that’s driving the protein pattern. As extra customers begin taking GLP-1 medication, muscle mass will matter greater than ever earlier than.
GLP-1 medication can assist customers drop some pounds. However the treatment doesn’t at all times differentiate between fats and muscle. So if a person desires to lose fats and retain muscle, protein consumption and resistance coaching shall be key. It’s anticipated protein will proceed to increase into classes beforehand untouched by the vital macronutrient, from crisps via to soda, all with the intention of stopping muscle loss within the GLP-1 period.
Will protein or fibre win in 2027? The 2 might want to struggle it out. However so long as GLP-1s stay widespread, excessive protein formulations will right here to remain.
Bubble booze
If you happen to haven’t but heard of bubble tea, you’ve been dwelling below a rock. Bubble tea, or boba tea, originated in Taiwan however the chilly, texture-forward beverage has since taken western cultures by storm.
And whereas it’s true that the thought of sucking up tapioca pearls via a thick straw might not sound interesting to all, the Gen Zs and Gen Alphas of this world can’t get sufficient of it.
So what if you happen to’ve heard of bubble tea, however not of bubble booze? Effectively in that occasion, you’ve been dwelling below a…pebble. Bubble booze – in any other case often called tapioca tipples – is bubble tea’s lesser recognized cousin, but it surely’s produced in a lot the identical approach. The bottom combination (an alcohol like a beer or seltzer) is blended in with tapioca pearls and served up in a plastic cup with a thick straw.
In contrast to the bubble tea craze, we’re predicting this pattern to drive gross sales amongst older generations, from Gen Z to Millennials and Boomers. Since they’re the customers persevering with to drive development in alcohol gross sales, they’re additionally the customers we anticipate to see lining up on the bar asking for a brand new tackle this previous traditional.
